Breaking and Entering Advertising Podcast 1/23/26 8:00 AM ET – USPS Launches Major Agency Review, TikTok Finalizes U.S. Deal, Hellmann’s Teases Super Bowl Spot
Jan 23, 2026
USPS launches a broad agency review focused on creative, media and AI-driven production for thousands of retail locations. TikTok becomes American-controlled with new leadership, altered governance and plans to retrain its algorithm on U.S. data. Hellmann’s teases a Super Bowl spot with a cheeky 15-second 'Meal Diamond' clip set to Sweet Caroline.
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USPS Runs A Large, Complex Agency Review
- The United States Postal Service is running a broad creative and media agency review to reposition itself against FedEx and UPS.
- USPS wants partners who can scale AI, generate monthly lead volume, and translate big ideas into executions across 30,000+ retail locations.
Marketing Mix Focuses On Businesses And AI
- USPS allocates roughly 75% of marketing budgets to business customers and leans consumer-facing work toward holiday moments.
- The RFI emphasizes AI for faster intake, production, and creative development across both B2B and consumer needs.
Bell Tire Hires Work In Progress Without Review
- Work in Progress won Bell Tire's creative account without a review, while Noble People will handle media.
- Bell Tire plans to double locations over five years as it faces competition from national chains and big-box retailers.